I’m Going to Make them Call Me and household appliances
I thought I would try the Cuisinart food process that sits neglected on our kitchen counter to make gazpacho. I was hoping that it would chop instead of pureeing the vegetables. Then I found out why it sits there unused. Cuisinart is trying to force me to follow their incomprehensible safety features to put the 4 pieces of this food processor together.
I fiddled with it for about 10 minutes, trying to get all the pieces to lock together. I’m sure that there is a way to make it work, but it’s not worth spending any more time on. The good ole’ blender will work just fine.
In my college Econ class, we learned that people will generally head towards the quick way to get things done without being forced to do so. It happens organically. The example given was lines in the grocery store. They tend to even out, without a store employee standing there telling everyone which line to get into. Those same intrinsic behaviors apply to websites and kitchen tools alike.
Occasionally, when I’m working with a small business student or client, I make a suggestion that they should put prices on their website, and the site owner tells me that they want people to call them for pricing. People in general, just aren’t going to call them for pricing. Some products, especially custom products can’t be priced precisely, but pricing factors can be discussed on the website.
Occasionally, when I’m working with a small business student or client, I make a suggestion on streamlining the site navigation and organization to make it quicker for viewers to get the information they want, and the site owner tells me that they want people to look at another page first. People in general, aren’t going to follow the path through your website that you want them too.
Occasionally, when I’m working with a small business student or client, I suggest reducing the text on the home page and move it to inside pages. Then the viewer can decide which pages they want to visit. And, the site owner tells me that they want people to read all that text first. People in general aren’t going to read your text until they have a compelling reason to do so.
Unfortunately for Cuisinart, if I have a need to buy a new food processor, their brand is not even on my list. Safety is important, but safety is not relevant if people don’t use your product. And, when you have a website, give them the information and functions they need. Fans are more likely to read your text than people who have hit the back button.